Eclipse uses emojis to help Australians escape a world of fake connection in new brand platform
Eclipse Mints has unveiled a new brand platform, Share a Little More, which encourages Australians to remove themselves from a world of fake connection.
Inspiring Australians to create real and authentic connections, Clemenger BBDO and Eclipse Mints have created a commercial which features a young couple removing numerous emoji masks to share a mint together.
The TV ad, which was directed by Jeff Low, aims to help Australians connect in real life rather than on the internet.
Nicole McMillan, VP of marketing at Mars Wrigley Confectionery, said the Share a Little More brand platform is intended to reflect the diversity of Eclipse Mint’s consumers.
“Consumers face many pressures in today’s ‘always-connected’ online world, and despite all this connectivity they often don’t take the time to connect in real life.”
Darren Wright, creative director at Clemenger BBDO Sydney, added: “Supposedly we’re living in an age where we’ve never been so digitally connected but have never felt so alone.
“That’s a really scary thought. With Eclipse’s brand strategy being all about connection, we just wanted to encourage people to stop hiding so much, to reveal their true selves and share a little more.”
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That first mask is terrifying!
Do people really know what they mean when they throw the word brand about in reference to an ad campaign? How does this piece of work and the strategy behind it affect all the activities of Eclipse? There seems to be a massive conflation of the two in Australian creative circles.
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That is terrifying. It’s like a scene from a horror movie.
This is the stuff of nightmares.
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Many years ago in a hole of unhappiness, while travelling on a bus, a lady offered me a mint and this small gesture had a profound impact upon me.
True story.
It was a Polo mint though so f#ck Eclipse.
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